LI Hidden Treasure Hunt: Visit 30+ Breweries For Prizes: 'Every Brewery Will Get New Fans'

LONG ISLAND, NY — A challenge was put out to Long Island craft beer lovers: travel to 30-plus breweries across the island, sample beer flights and win prizes.

Moverz, a media agency, partnered with the Long Island Brewers Guild on the inaugural Long Island Hidden Treasure Hunt. Craft beer enthusiasts can purchase a digital treasure map for $150 (until August, when it becomes $200), which will buy them free beer flights at all participating breweries, in addition to other perks, including a gala planned for next year.

Starting July 3, people can buy the map on the Hidden Treasure Long Island website, download an app, and scan their QR code for a treasure piece and first-time free flight, explained Ryan Costello of Moverz.

There are prizes on the line for those who complete their map, with a deadline of June 1, 2024:

• First place: All-inclusive royal getaway for two. More details to be announced Sept. 4 — the deadline for registering for the event.
• Top-10: A one-on-one session with a brewmaster of your choice.
• All winners: A Hidden Treasure Long Island t-shirt.

Moverz has been working on verifiable digital memberships for a while, said Joe Rizzo, another member of the group. Moverz wanted to get other businesses involved with the concept.

"We know there’s a nice brewery community on Long Island, so we thought it’d be a great opportunity," Rizzo told Patch.

Manny Coelho, co-owner of Lithology Brewing Co. in Farmingdale and a member of the Long Island Brewers Guild, called the treasure hunt a "great idea," as it will encourage craft beer drinkers to try new breweries off their beaten paths.

"People in the beer world tend to get very local and comfortable going to the same breweries all the time," Coelho said. "With this membership, it opens up the opportunity for all the breweries that are part of the membership to get other beer enthusiasts finally coming to their tasting room."

Flights are a good way of getting breweries new fans, as a flight is typically four small pours of different beers. With the free flight as part of the hunt, people have a 1 in 4 chance of finding a beer they really like.

"My hope as a brewer is that I’m going to get more beer enthusiasts to come to my tasting room," Coelho said. "Maybe they’ve heard of me, but they haven’t had the chance to come. There’s nothing’s pushing them to come, because they’re very comfortable where they go all the time. Which I understand; people become very local. But Long Island is a big island. It has the most breweries per capita in New York."

Coelho plans to run some "members nights" for the treasure map participants where they will get discounts on their tabs. Other breweries plan to offer perks to members.

"I think the long game is, every brewery, big and small, will get new fans," Coelho said.

If treasure hunters go to each participating business, they will save $300 based on what they would have otherwise paid for on the beer flights, Rizzo and Costello said.

The campaign is meant to raise money for the Long Island Brewers Guild, a non-profit with the goal of growing the island's brewing community, educating consumers, and pushing for legislation that benefits brewers.

The guild will distribute a portion of the treasure hunt entry fees to help breweries defray their beer flight costs.

Gabe Haim, owner of Oyster Bay Brewing Company, said the collaboration is important because it unifies the participating breweries and brings awareness to the community.

"There are so many great breweries to visit on Long Island and if we can all improve our visibility by being exposed to each others customer bases, it’s a win-win-win," Haim said. "Win for the consumer, win for the brewery and win for the overall brewing community here on Long Island. Without sounding too cliche, a rising tide lifts all boats."

Wesam Hassanin, bar manager of Po'Boy Brewery in Port Jefferson Station, said she is super excited about the collaboration, adding it is a great way to promote the ever-growing craft beer scene on Long Island.

"The hunt will be a fun and interactive way to get people out and exploring the awesome and different breweries on Long Island," Hassanin said. "It's also a great way to introduce people to new beers that they might not have otherwise tried. I think this collab will benefit LI breweries in so many different ways. It'll help to raise awareness of the breweries, it'll drive foot traffic to the breweries, and it'll help to create a stronger sense of community among the breweries. I'm excited to see how this collab unfolds and I think it has the potential to be a great success. Now let me ask you....Will you join the hunt?? Cheers!!"

Costello said the hidden treasure events don't have to stop at breweries.

"Breweries are a great representation of Long Island," he said. "But restaurants, wineries, and everything Long Island has to offer, we truly believe this gamification product really supports local in a whole new way and gets people to take action and not just share something on social media."

Moverz and the Long Island Brewers Guild have been planning this project for roughly six months.

Costello sees it as a way to "unify" the island's craft beer community. Coelho sees it as a way to put more breweries on the map.

"It gives people the opportunity to say, 'Now I have something to do for the weekend. I’ve been wanting to go to Lithology or I’ve been wanting to go to Greenport, but I just never found a reason to go,'" Coelho said. "Now, they become a member and it’s a scavenger hunt challenge for them. 'I want to support all 30 and see what Long Island craft beer is all about.'"